System and method for delivering content to users on a network

ABSTRACT

A system and method for targeting content to users of a device or network of user-operated devices. In an embodiment, profile information is determined about a user&#39;s media consumption activities. One or more inputs are received from an external source to specify what content to target to the user. One or more content items are selected to target to the user based on the profile information and the one or more inputs. The selection of content items is performed without communicating the profile information outside of the user&#39;s device or network of user-operated devices.

RELATED APPLICATIONS

This application is a Continuation of U.S. patent application Ser. No.12/605,267, filed Oct. 23, 2009; now U.S. Pat. No. 8,281,037; which is acontinuation-in-part of U.S. patent application Ser. No. 11/325,679,filed Jan. 3, 2006; which claims benefit of priority to U.S. ProvisionalApplication No. 60/641,342, filed Jan. 3, 2005; all of theaforementioned priority applications being hereby incorporated byreference in their respective entirety for all purposes.

TECHNICAL FIELD

The disclosed embodiments relate generally to the field of networkcommunications and connectivity. More specifically, the disclosedembodiments relate to a system and method for delivering content tousers on a network.

BACKGROUND

Delivering targeted content to computer systems and interconnecteddevices has many applications. Many content delivery applications havean objective of determining whether the user is likely to be interestedin the content before delivering the content to the user. To this end,an effort is made to learn information about the user. Traditionalapproaches have sought the placement of cookies and other datastructures in order to learn some information about the user. Moreunscrupulous approaches have involved the use of “spy-ware”, with theparticular goal of delivering very targeted advertisements to users.

Privacy concerns have always limited the ability of content providers inacquiring information about the user. In the realm of networkadvertisement delivery, privacy concerns limit the ability of websitesand services to target specific advertisements that are more likely toreceive a positive response from the user. While targeted advertisementare known to draw more favorable responses from users (and thus are morelucrative), the ability to target advertisements in relation to computerand network activity has been limited by what information advertisementproviders may lawfully or ethically obtain.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a series of data flow processes that combine toenable and provide targeted content delivery to a system or network ofinterconnected devices, according to an embodiment of the invention.

FIG. 2 illustrates a system for delivering targeted media to adesignated set of interconnected devices, under an embodiment of theinvention.

FIG. 3A and FIG. 3B illustrate basic methods for selecting and enablingselection of targeted content to a designated set of interconnecteddevices, under one or more embodiments of the invention.

FIG. 4A illustrates a more specific embodiment for using heuristics andprofile data to select content for a designated set of resources,according to an embodiment of the invention.

FIG. 4B illustrates a method performed to select content based on thecommunicated results of the determinations made on the designated systemor network, according to an embodiment of the invention.

FIG. 5 illustrates the components and functionality of the differentsystems that enable the use and selection of content resources based onuser profile information, without disclosure of the profile informationoutside of the user's system, according to an embodiment.

FIG. 6 illustrates AN embodiment in which a third-party interface isused to enable selection of targeted content on a user's defined networksystem.

FIG. 7 illustrates an architecture for use with an embodiment such asdescribed in FIG. 6, according to an embodiment.

FIG. 8 illustrates a content selection module such as shown anddescribed with an embodiment of FIG. 7, according to an embodiment.

FIG. 9A illustrates an implementation in which a selection of contentitems identify links that can be used to retrieve content items from anetwork site at a particular instance, according to an embodiment.

FIG. 9B illustrates an implementation in which a media feed is deliveredwith a package comprising a plurality of supplemental content items,according to an embodiment.

FIG. 9C illustrates another embodiment in which a desired content itemis packaged with advertiser supplied algorithms and queries, as well asa library of supplemental content items, in order to enable the viewer'ssystem to programmatically select an appropriate supplemental contentitem to view with the desired content item.

FIG. 10 illustrates a system for implementing content targeting (such asfor placement of advertisement content) to supplement time-shiftedcontent, according to an embodiment.

DETAILED DESCRIPTION

Embodiments of the invention enable specific and targeted contentdelivery to connected computer systems and defined networks (such ashome networks), for purpose of providing more appealing content to theviewing audience, but at the same time, maintaining privacy of any userin the audience. The targeted content may be commercial in nature, suchas in the form of advertisements and infomercials. However, targetedcontent may also be provided to such systems for other purposes, such asentertainment.

According to an embodiment, content is targeted to a user or a group ofusers (e.g. an audience) through the monitoring of the activities of theuser on a system or defined user-network (sometimes referred to as“designated system” or “designated network” or “targeted”system/network) that is to be delivered content. Additionally,information about the users may be obtained from stored information andfiles. This information may be used to enable selection of content, suchthat the selected content is targeted to the audience of the system ornetwork, but the information is not disclosed outside of the user'ssystem or network, at least not in any meaningful way. As such,information about the user remains private, while at the same timeenabling programmatic selections of advertisements and other contents tobe made for the designated system or network for purpose of targetingthe particular user based on his demographic and/or preferences.

In one embodiment, profile information is obtained about the users of asystem or network. Analysis for determining what content should bedelivered to the users is performed within the system or network that isto be targeted. One result that can be achieved is that while the act ofselecting content may be performed on a service that is remote to thetargeted system or network, the act of selection uses results of theprogrammatic analysis performed internal to the targeted system ornetwork.

According to an embodiment, targeted content is provided to a designatedset of one or more interconnected resources. Programmatic operations areexecuted using resources that are private to the one or moreinterconnected devices. The operations, when executed, cause or resultin (i) monitoring activities of one or more users of the designated set;(ii) developing profile information of the one or more users, where theprofile information is based at least partially on informationdetermined from monitoring activities of the one or more users; (iii)generating, from the profile information, a set of coded data thatrepresent selection criteria; and (iv) communicating the set of codeddata to a programmatic source external to the system, where therepresented selection criteria enables programmatic selection of contentresources from a content library for the system.

A designated set of one or more interconnected resources includes anycombination of computers, devices, applications, and network resources(e.g. online accounts hosted by third parties) that are designated tobelong or be for use by a user or group of users, and which are linkedto each other through data channels, networks and/or intermediatedevices or resources. A designated set of one or more interconnectedresources includes, for example, (i) a single desktop computer connectedto the Internet, (ii) a combination of two such connected computersconnected over the Internet, (iii) a desktop computer and a cellularphone or other device in communication over cellular networks and theInternet, (iv) a home network, or (v) a “personal network” such asdescribed in U.S. patent application Ser. No. 10/888,606, theaforementioned application being incorporated by reference in itsentirety and for all purposes.

In one embodiment, the set of parameters may be identified as theselection criteria through use of a parameter reference resource.Implementations of the parametric reference source include predefinedprofiles based on designated parametric values, or ranges thereof.

According to another embodiment, a system is provided having a profileengine and a content requestor. The profile engine is configured tobuild one or more profiles of one or more users of the designated set ofinterconnected resources. The content requestor component communicates aset of coded data to a programmatic source that is external to thedesignated set, where the set of coded data represents selectioncriteria determined from the one or more profiles. When the set of codeddata is decoded by the external programmatic source, the representedselection criteria enables programmatic selection of content resourcesfrom a content library. The selected content may be targeted for thedesignated system or network.

The term content may include images, text and/or media. Content itemsinclude files or data that carry or represent content. Content resourcesinclude content items, or data for locating or using content items anddata. Examples of content contemplated by one or more embodiments of theinvention include advertisements (text ads, banner ads, dynamic media),commercials, infomercials, and audio or video messages.

Methods described with this application, or portions thereof, may beperformed programmatically. As used herein, the term “programmatically”means through the use of programming, code or computer-implementedinstructions.

Additionally, one or more embodiments described herein may beimplemented using modules. A module may include a program, a subroutine,a portion of a program, a software component or a hardware componentcapable of performing a stated task or function. As used herein, amodule can exist on a hardware component such as a server independentlyof other modules, or a module can exist with other modules on the sameserver or client terminal, or within the same program.

Furthermore, one or more embodiments described herein may be implementedthrough the use of instructions that are executable by one or moreprocessors. These instructions may be carried on a computer-readablemedium. Machines shown in figures below provide examples of processingresources and computer-readable mediums on which instructions forimplementing embodiments of the invention can be carried and/orexecuted. In particular, the numerous machines shown with embodiments ofthe invention include processor(s) and various forms of memory forholing data and instructions. Examples of computer-readable mediumsinclude permanent memory storage devices, such as hard drives onpersonal computers or servers. Other examples of computer storagemediums include portable storage units, such as CD or DVD units, flashmemory (such as carried on many cell phones and personal digitalassistants (PDAs)), and magnetic memory. Computers, terminals, networkenabled devices (e.g. mobile devices such as cell phones) are allexamples of machines and devices that utilize processors, memory, andinstructions stored on computer-readable mediums. Furthermore, processesand methods (including recited steps or sub-steps) should be assumed tobe operated on computing devices through use of processors and memory.

Process Overview

FIG. 1 illustrates a series of data flow processes that combine toenable and provide targeted content delivery to a system or network ofinterconnected resources, under one or more embodiments of theinvention. In an embodiment, content is targeted because it is selectedfor user(s) of a system or network. For purpose of description, one useris assumed to be on a designated system or network that is to bedelivered targeted content. However, any given system or network mayhave more than one user, in which case multiple users of a system may betreated individually or as a composite.

As mentioned, targeted content is content that is deemed to be ofinterest to users of the system or designated network. In order toidentify what is likely to be of interest to users, information isneeded about the users. In general, more specific and voluminousinformation yields better identification of what content is more likelyto be of interest to a particular user or set of users. In addition, thespecificity of content that is to be delivered, as well as the abilityof such content to be of interest to the user, may be directly tied tothe quality and amount of information known about the users of thesystem or network.

FIG. 1 illustrates an embodiment in which significant and specificprofile information may be obtained about a set of users on a system ornetwork for purpose of selecting content for that system or network,while at the same time maintaining the privacy of such users. Accordingto one or more embodiments, some or all of the significant steps neededto select relevant content is performed entirely within the system ornetwork that is to be targeted. As shown by FIG. 1, one embodimentprovides for a profile generation process 10 and a determinative datageneration process 20 to be performed internally on the system ordesignated network. The profile generation process 10 may receive,identify, or procure profile information of various kinds. Profileinformation may include any information about a user, includinginformation that identifies the user's preferences, information aboutdata and information stored on the user's computer(s), and informationabout the user's network and computing activities. Examples of profileinformation include information about web-browsing and usage activities,such as any of the following: bookmarks, recently visited web sites,search terms entered or used, advertisement media selected for viewing,services registered, and e-commerce activities (e.g. online purchases,auction bids). Some activities may be related to the media that the userconsumers, such as music/video purchased, play-lists (of music and/orvideo) created, and music/video streamed or shared with others. Stillfurther, profile information determined from observed activities mayextend to devices other than web-browsing computers, including digitalvideo recorders (e.g. programs recorded or watched, on-demand viewing)and game stations (e.g. what games played, what services andfunctionality used (e.g. player to player chatting) with the gameconsoles). Information may also be determined about devices or resourcesused by the user(s), such as make, type and model of computers, cellphones or televisions. Numerous other examples of profile informationexist, including demographic information (e.g. age, gender, profession),personal identifiable information (e.g. first name, email address),non-personal identifiable information (e.g. make of car driven, zipcode), and information provided by the user in response to surveys andquestionnaires. Still further or additionally, profile information maybe manually entered by the user and stored. For example, the user mayprovide non-specific or non-personal information, demographicinformation (e.g. race, sex, zip code) or voluntarily provideinformation, such as through a registration process. One embodimentcontemplates the user completing a form for receiving targetedinformation, while another also contemplates the user providinginformation to have his information retrieved from other serviceproviders and third-parties (e.g. cellular phone companies).

According to one embodiment, profile generation process 10 also receivesinstructions or a guide as to what information should be collected. Forexample, the profile engine 10 may receive instructions that update ormodify what activity of the user is monitored, and such information maybe altered or changed over different periods of time. As an illustrativeexample, the profile information may specify during the Christmasperiods what online shopping purchases the user is making, but switch tomonitoring what music the user is listening to or purchasing in summermonths.

Furthermore, profile information may be determined from a variety ofsources. FIG. 1 illustrates general sources that include programmaticmonitoring of user-activity 12, provided user-information 14, and/orinformation identified, determined or analyzed from different sources(“other sources 16”). More specific examples of the different sources ofprofile information include a program or process on the user'sdesignated system that scans or culls stored files and data forinformation deemed to be pertinent for creating a profile.Alternatively, some or all of the profile information may be gathered onan ongoing basis, through use of programmatic agents and monitors, orother devices. Still further, profile information may be identified froma data store, or determined through more complex analysis ofuser-behavior or input.

The profile generation process 10 uses the profile inputs to generateprofile information 22, corresponding to data identified about the userand his activities. The determinative data generation process 20 usesthe profile information 22 to make determinations that are carried inthe form of parameterized or coded data 32. The determinations made bythe profile information may have direct effect as to what content isselected for the designated system or network. However, since thecontent library from which content is eventually selected is not knownat the time the determinations are made, an embodiment provides that thedeterminative generation process 20 does not make the selections ofcontent resources. Rather, sufficient determinations are made within theboundary of the designated system or network so that coded data 32 canbe used to make selections outside of the designated system/network,without any meaningful information about the user or his profile beingidentifiable from the coded data 32.

Outside of the designated system/network, a content selection process 30is invoked using the coded data 32. In one embodiment, the coded data 32is matched to a network profile that best suits the data provided, andcontent resources 42 are selected based on the matched network profile.However, different algorithms may be used to take parameterized or codeddata and convert it into selections. For example, algorithms maycombine, weight or prioritize parametric values in order to identifywhat content resources are best suited for the designated system/networkas a whole, or alternatively for individual users of the network/system,or still further, for different components or types of activities.

Thus, selected content resources 42 may be specific to a user, class ofuser, type of device, or type of user-activity. For example, in webbrowsing activities, the selected content resources may correspond toone or more of (i) ad-links or banners, (ii) dynamic hypertext medialanguage (DHTML) content, (iii) audio/video clips, (iv) email orad-based messages, and/or (v) links to such content. The selectedcontent resources 42 may be signaled to the designated system/network.However, in an alternative implementation, selected content resources 42are signaled or communicated to third-parties that directly orindirectly provide such content to the targeted system after receivingidentification of the content resources. In the latter case, some of thecontent selected for a particular system/network may be known tothird-parties, but the information that resulted in that selection beingmade is not known outside of the designated system or network.

FIG. 2 illustrates a system for delivering targeted media to adesignated set of interconnected devices, under an embodiment of theinvention. A system such as described with FIG. 2 may be used toimplement, for example, data flow processes such as described withFIG. 1. A portion of the overall network may be provided within thenetwork boundaries of the designated set of interconnected devices(“designated network” 102). The boundaries of the designated network 102are logical, and refer to devices that are under common control orownership, and interconnected to be part of the designated network 102.The boundaries of the designated network 102 may also include resources(e.g. such as programs on one account or profile of a server or stationthat has many accounts or profiles) that are under the use of thedesignated network 102.

According to an embodiment, the designated network 102 includes acontent requestor 120, a heuristic engine 130, and a profile engine 140.The profile engine 140 may procure or access profile data 142 about auser of the designated network 102 from various sources, includingcomputers 112 (e.g. media center computers, personal digital assistants,cellular devices and smart phones), connected media an media devices(e.g. gaming console or digital video recorder), and a data store ofprofile information 116 (such as those provided or made available by theuser). Profile engine 140 may obtain profile data 142 from these varioussources, and develop one or more profiles about the user of thedesignated network 102.

Profile information 144 relating to developed profiles may becommunicated to the heuristic engine 130. The heuristic engine 130 mayalso receive a heuristic model or model data 146 from an external source148 in order to enable the heuristic engine 130 to use heuristics-baseddeterminations. In one implementation, the heuristics specify rules,conditions and outcomes for parameters and factors that include theprofile information 144. A specific example of the heuristics that canbe used by the heuristic engine 130 includes performing a series ofif/then determinations. For example, profile information 144 may carrydata indicating recent purchases of online music, and the heuristicdeterminations performed by the heuristic engine 130 may determinewhether the user recently purchased music, and if so, what genre ofmusic was purchased. In one embodiment, the heuristic model data 146 mayprovide the specific heuristics that are used to make thedeterminations, based on the profile information 144. In anotherembodiment, the heuristic model data 146 carries information forconfiguring or selecting specific heuristic determination. For example,selecting content resources may include a process in which specificheuristically determined profiles are matched to content resources, andthe model data 146 may specify the heuristics and other information forenabling the profile information 144 to be used for identifying matchingcontent items.

In an embodiment, heuristically based determinations 154 are generatedby the heuristic engine 130 and then communicated to the contentrequestor 120. In one embodiment, the heuristic based determinations 154are an implementation of the determinative data generation process 20 ofFIG. 1. As such, the heuristic determinations 154 may be based on datathat is substantially determinative of what content will eventually beselected for the designated network 102. The content requestor 120receives the heuristic determinations 154 and converts the heuristicdeterminations 154 into a request 122 for content. In the end form, theheuristic determinations 154 may be represented as parameters or otherform of coded data, and the content request 122 is handled and receivedby a server-side content selection system 160.

In one embodiment, the content selection system 160 performs the act ofselecting content resources 162 for the designated network 102.Generally, one or more embodiments provide that the content request 122carries a set of coded data that specifies selection criteria or factors(such as provided by the heuristic determinations 154), and contentselection system 160 decodes the coded data to identify selectioncriteria or profiles. In an embodiment such as shown, the contentselection system 160 includes a content data library 165, and aheuristic/content association data 175. Under one implementation,heuristic/content association data 175 (e.g. a table or index) mayinclude heuristic profile templates that exist on the content selectionsystem 160 prior to the content request 122 specifying any parametric orcoded data. The coded data included with the content request 122 maymatch or fit one or more of the predefined heuristic profiles, andcontent resources associated with those heuristic profile may thenselected for the designated system 102. Thus, while the selection ofcontent resources is made with the content selection system 160, theselection may be preordained by the heuristic determinations 154 made onthe designated system 102.

Under one embodiment, the heuristic model source 148 is included orassociated with the content selection library 165, which also usesheuristic profiles to convert and match parametric data included in therequest 122 with best matching heuristic profiles. Such an embodimentenables heuristic profiles to be developed, then marketed toadvertisers, for example. Heuristic model source 148 may specifyheuristics that determine whether profiles from the designated system102 can match into the desired heuristic profile.

As an example, content selection library 165 may generate a desired ormodel profile, corresponding to a teenage male who likes a specificgenre of music. The heuristics generated and passed to the designatedsystem may serve to determine whether the user of the designated systemis of the sex and age, and whether the user prefers the specific music.For example, a profile store may be accessed to determine the user'sage, which may have been entered during a registration process. The sexof the user may be determined from profiling his web browsingactivities. For example, if a user views sport content, he is morelikely to be male. The genre of his music preference may be identifiedfrom the user's digital music library collection, or informationcontained in the library (such as songs most listened to, ratings,play-lists, and music recently purchased).

Methodology

FIG. 3A and FIG. 3B illustrate basic methods for selecting and enablingselection of targeted content to a designated set of interconnecteddevices, under one or more embodiments of the invention. Methods such asdescribed provide for the procurement of specific and otherwise privateinformation about users of a network or system for purpose of targetingadvertisement and commercial related content to those users. Inparticular, the profile information that is procured is used to selecttargeted content without that information becoming usable in anymeaningful way outside of the designated network or system.

In FIG. 3A, a method is described in which information about the use isprocured and used. In step 310, user behavior and activities aremonitored and recorded. Examples of the type of activities that may bemonitored include: (i) web browsing activities, (ii) media renderingactivities, (iii) channel selection for television, (iv) Digital VideoRecorder (DVR) selections, and (v) online purchases and activities. Webbrowsing activities include, for example, bookmark selection,downloading, and web page viewing. More specific examples of mediarendering activities include music and video playback. Other examples ofmedia rendering activities include play-list selection and editing, andstreaming media reception (e.g. through use of a digital musicalsubscription). Examples of online purchases and activities includetransactions, auction bids, and log-in monitoring of online accounts.

In addition to embodiments provided, numerous other types of informationmay be obtained through inspection of data residing on the designatedsystem or network. For example, such data may be inspected forindication of whether the user is a heavy or moderate digital camerauser, or whether the user captures video recordings, as well as the typeand quality of such images or video. Email activity may be monitored todetermine if the user is a heavy e-mailer, whether the user uses his asmart phone to exchange emails, and how many email accounts the personuses. In addition, the content of the email messages handled by the usermay be analyzed for key words that are useful in targeting content.Similar analysis may be performed on other types of messaging, includinginstant messaging or Short Message Service messaging.

Numerous other types of information may be obtained as a result of step310. Examples of such information include a determination as to servicesand/or applications employed by the user. For example, step 310 mayprovide for monitoring as to whether the user utilizes InternetVoice-Exchange services, such as provided by SKYPE, what onlinephoto-printing service (if any) the user prefers, what online musicservice the user subscribes to or prefers, and what type of portablemedia player the user has.

According to one embodiment, step 310 may be performed at least in partthrough the use of programmatic components and agents that operate inthe background of one or more devices in the set. As such, step 310 maybe performed programmatically, and substantially automatically.

Step 320 provides that profile information is developed based in part onthe recorded information of step 310. Thus, for example, informationobtained from the programmatic monitoring forms at least a portion ofthe overall profile.

In step 330, a programmatic analysis is performed internal to thedesignated set of interconnected devices and resources. For example, theprogrammatic analysis may be performed on a machine or device orresource in the set. The programmatic analysis may analyze informationfrom the created profiles to identify selection criteria and/or factorsthat can subsequently be used to select targeted content from a contentlibrary. The selection criteria/factors may be parameterized or coded,so as to not reveal any meaningful information about the users of theinterconnected set of resources. Furthermore, the selectioncriteria/factors may be encrypted, either when formed or at the time theselection criteria is communicated outside of the interconnected set.

Step 340 provides that targeted media is selected. The selection may beperformed using the selection criteria/factors identified from theanalysis of the preceding step. In one embodiment, coded and encryptedselection criteria/factors are communicated using a secure protocol to aservice that decodes and identifies the selection criteria. Theselection criteria/factors are then used to select content resourcesthat match the selection criteria. In another embodiment, the selectioncriteria/factors can be matched against one or more profiles at the sitewhere the content selection is made. For example, numerous profiles maybe maintained, updated and created at the site or location of contentselection. Each profile may identify a particular advertisement campaignor set of campaigns for one or more benefactors. Under an embodiment,the selection criteria communicated from the designated set may bedeemed to match to one or more profiles, and content resourcescorresponding to advertisement media for each profile may then bedistributed on the designated set of resources.

FIG. 3B illustrates additional steps of performing the programmaticanalysis, according to one or more embodiments of the invention. In FIG.3B, step 372 provides for receipt of a programmatic analysis guide orother resource from an external source. In an embodiment shown with FIG.2, for example, the analysis guide is in the form of a model or templateof heuristics that match to existing heuristic profiles at the contentselection site. In this way, the analysis guide creates analysis anddeterminations that tie in to what the content selection site isanticipating and configured for. Alternatively, the guide may actuallyserve as instructions or determinations that are executed, and updatedperiodically to reflect current interests in targeting advertisement andother content.

In step 374, profile data is obtained from the user or users of the setof interconnected resources. As mentioned, the profile data may beprogrammatically procured, using various resources, including existingdata stores, user-actions, and data residing on computers or otherresources that form part of the set of interconnected resources.

According to an embodiment, step 376 provides that the programmaticanalysis is performed using profile data, representing user activity andbehavior on the set of interconnected resources, and programmaticanalysis as specified, configured or updated by the guide. The result isthe determination of profiles, which can be correlated to existingprofiles at the site or location where content selection is to beperformed.

FIG. 4A illustrates a more specific embodiment for using heuristics andprofile data to select content for a designated set of resources,according to an embodiment. A method such as described with FIG. 4 maybe used with, for example, a system such as described with FIG. 2.Accordingly, reference made to elements of FIG. 2 is made to describe asuitable component or element for performing a step or sub-step beingdescribed.

In step 410, a heuristic data model is downloaded onto the designatedset of resources. In one implementation, the heuristic data model isdownloaded at a period of low user-activity, such as at night time. Theheuristic model data may provide instructions and specification as towhat heuristic operations are to be performed in making programmaticdeterminations based on profile data. In an embodiment such as shown byFIG. 2, the heuristic data model configures or enables the heuristicengine 130 to make determinations based on the use of profile data.

Independently, step 420 provides that one or more profiles of users ofthe interconnected set of resources is built through programmaticmonitoring of activities, and processes to scan for and/or analyzespecific data stores or data existing on the interconnected set.

In step 430, profile data is used to make heuristic determinations aboutthe user. Results of the heuristic determinations may be in the form ofparameters or parameter data sets. Such parameter data sets may becoded, such as through additional encryption or encoding. However, suchform of data includes inherent protection of the user's profileinformation because, among other reasons, (i) it is not understoodunless mapped to the identical heuristic determinations, (ii) theheuristics that generate the parameterized data change, (iii)parameterized values may be the same for more than one heuristicdetermination. Thus, for example, the heuristic engine 130 may outputparameterized data that is inherently coded and represents the resultsof heuristic determinations, as created or updated by heuristic modeldata 146.

Step 440 provides that the parameterized and coded results of thedeterminations made in step 430 is communicated to a site or servicewhere content resources are selected for the designated system ornetwork. The parameterized and coded results may be communicated throughstructuring of a content request query, for example, that includes theparameterized data in an encoded and/or encrypted form.

FIG. 4B illustrates a method performed to select content based on thecommunicated results of the determinations made on the designated systemor network. In step 450, profiles are defined for matching contentresources from an inventory to a particular set of resources. Under oneembodiment, the profiles are pre-defined so as to be existing before thequeries and request for content selection are received. Pre-definedprofiles may be based on the existing content inventory, or on whatcontent resources are to be fielded to users of networks and systemsbeing served.

Step 460 provides that a request or other communication for targetedcontent delivery is received. For example, the content requester 120 maysend a request with parameterized and coded data, corresponding todeterminations made by the heuristic engine 130.

In step 470, the parameterized or coded data that represents theanalysis performed internally within the designated network or system iscompared or matched against the predefined profiles. For example, theparameters of the request that are generated by the heuristic engine 130are compared to predefined profiles. The profiles that are sufficientlysatisfied by the parameters in the request are identified.

In step 480, content resources are identified for the requesting system.These content resources may include content resources that have beenpreviously associated with the predefined profiles that are satisfied bythe parameters contained in the request. Thus, not all content resourcesselected for a particular system are targeted.

According to an embodiment, the identified content resources aresignaled to the requesting system. The content resources may includecontent items for different kinds of devices and communications, Forexample, the content resources may include a packaged media contentand/or media content combined with programmatic attributes for playingback or presenting media and enabling interactions by the user. Suchcontent may be delivered for use with a programmatic resource of auser's computer, such as the user's web browser, media player, or on theuser's desktop. Examples of content resources include files or sets ofdata in which audio, video, images and/or text can be rendered and/orplayed back. More specific examples of content resources include bannerads having text, images, video and/or audio, with links to network siteswhere services and products are offered. Another example of a mediacontent resource includes audio/video commercials and messages, orpresentations that require user-input, such as surveys.

While content resources may be delivered for rendering and use on acomputer, other embodiments contemplate content resources that can beshared or distributed to devices operating multiple platforms, such asmobile cellular communication devices, gaming consoles, or even a DVR.Thus, for example, a media file may be displayed on the user's desktopand on his cellular device, or different files may be rendered on therespective devices.

As an alternative, content resources may be provided in the form oflinks to files. For example, a program executing on the requestingsystem may receive links to content that are targeted for the system,rather than the actual file itself. For example, one or more linkmanagers may execute on a requesting system and operate on differentdevices or resources of that system. A link manager may triggerretrieval of targeted advertisement or other content. For example, alink manager may trigger a web browser to fetch specific filesidentified by the links when the web browser is launched.

Multi-Platform User-Defined Networks

FIG. 5 illustrates the components and functionality of the differentsystems that enable the use and selection of content resources based onuser profile information, without disclosure of the profile informationoutside of the user's system, according to an embodiment. In anembodiment such as shown by FIG. 5, the designated network ofinterconnected resources is a “personal network”, which is described inmore detail with U.S. patent application Ser. No. 10/888,606; theaforementioned application being incorporated by reference herein in itsentirety. A personal network is a set of interconnected devices andresources that can communicate and share data across networks, domains,and platforms. Individual components of a personal network are aware ofother components and their capabilities, particularly when the othercomponents are relevant to that component. However, numerous other kindsof systems may be used. For example, a system such as shown by FIG. 5may correspond to a home network, in which computers, computing devicesand media devices are interconnected with one another to share data andto enable Internet connectivity of different devices. Alternatively, nonetwork is needed, as an embodiment may be implemented on just oneconnected computer, such as a desktop computer or media station.

In an embodiment shown by FIG. 5, the designated network includes amedia station computer 512, a digital video recorder (DVR) 514, a settop box 518 for receiving digital television media (e.g. via satelliteof cable), and a television monitor 521. The devices may beinterconnected through the media station computer 512. In addition, theuser's system may include remotely and intermittently connected devices,such as a cell phone 532 and a remote terminal 534. Such devices maycommunicate with one or more other devices in the user's system througha gateway 538.

Embodiments of the invention provide that the designated network 502 isequipped with components that execute processes for selecting contentitems and for obtaining profile information about the user of thenetwork. Accordingly, the designated network 502 includes a contentselection module (or system) 550, which according to one embodiment andimplementation, may correspond to a combination of the content requestor120 (FIG. 2), and heuristic engine 130 (FIG. 2). The content selectionmodule 550 may also include some or all of the functionality of profileengine 140 (FIG. 2). Additionally, the designated network 502 mayinclude a usage monitor 555, which includes programmatic components andagents for procuring data relating to the user's activities on thedesignated network. This may include observing user actions, inspectingfiles and data entered or used by the user. Specific devices that may bemonitored by the usage monitor 555 include the media station computer512 (or software applications running on the computer), the digitalvideo recorder (DVR) 514, the set top box 518 and even the televisionmonitor 521. The cell phone 532 may also be monitored on occasion, suchas when data is exchanged between the cell phone and the designatednetwork 502. The remote terminal 534 may be monitored in a similarmanner. Additionally, the usage monitor 555 may access a data store 556that stores known information about the user or users of the designatednetwork 502 (provided information 14 of FIG. 1). This information mayalso include user-preferences.

The content selection module 550 uses the information about the contentitems and the profile information to select targeted content items forthe user's system. As described with an embodiment of FIG. 2, forexample, the content selection module 550 may receive programmaticanalysis tools in the form of heuristics and heuristic data models toenable heuristic based determinations to be made from the profile inputs551 of the usage monitor 555. The profile inputs 551 may be used tocreate profiles (such as described with FIG. 2) and to executedeterminative heuristics that yield result-oriented parameters. Theseparameters are used to form content requests 511 of the contentmanagement system 558. As described elsewhere, the content managementsystem 558 decodes the content requests 511 using, for example,heuristic profiles, and selects targeted content items 515 for deliveryto the designated network 502. In an embodiment shown, the contentmanagement system 558 includes a content or media library that itmanages.

The content selection module 550 may yield different content items andresources make for different devices. For example, the content selectionmodule 550 may identify content items corresponding to televisioncommercials for when the television is used. At the same time, thecontent selection module 550 may select web-based advertisement for useon the media station, particularly when the web browser is in operation.

According to an embodiment, delivered content items 515 may bedistributed to one or more devices of the system. In one embodiment, allcontent items are made accessible to a content distribution component565. The content distribution component 565 distributes the content toall or select devices. In one embodiment, the content distributioncomponent 565 can reformat content items 515 for different platforms anddevice capabilities (e.g. screen resolution, audio capabilities,available bandwidth), as well as device-specific applications. Deviceson different platforms sometimes use different components to perform thesame functionality. Thus, if a particular content item 515 is a banneradvertisement or other web-based content, the content distributioncomponent 565 may format or configure the content item 515 for displayon each of the media station and the cellular device. Each of thesedevices may employ different web browsers, suited for the particularplatform and capabilities of the respected devices. Thus, according toone embodiment, the content distribution component 565 may format theparticular content item for use on each platform, device form-factor(including screen resolution) and pertinent application. When multipledevices are contemplated, the content distribution component 565 may beconfigured to identify what devices are to receive particular contentitems, and also to ensure the received content items are properlyformatted. Furthermore, the content distribution module 565 may beconfigured to ensure the content items 515 are actually delivered to thepertinent devices of the user.

Still further, the content distribution component 565 may be absent fromthe designated network 502, are not used on occasion. Rather, links andidentifiers of content items may be communicated directly or indirectlyto content providers (e.g., third party providers), who then arrange tohave the particular content item provided to a corresponding device ofthe user. For example, a content provider of the DVR 514 may communicateto that device and provide the content items that correspond to thatdevice.

Remote or roaming devices, such as cell phone 532 and remote terminal534 may be treated in different ways. In one embodiment, such devicesare ignored. Alternatively, they may be used for one or both ofdispatching selected content items, retrieving profile information,and/or monitoring user activity. The gateway 538 may be monitored indetermining profile information.

Alternative Embodiments

While embodiments described above provide for content resources to bedelivered to a requesting system, alternative embodiments may returndata that enables targeted content delivery form other sources. Forexample, the content selection process 30 (FIG. 1) may generate cookiesare other data structures that are accessible through the user's webbrowser or media player. The cookies may have a certain code thatindicates delivery of specific web content or advertisements when theuser browsers a designated network location or site.

Furthermore, while embodiments described above provide for the act ofselecting content resources and items to be performed offsite from theuser's network or system, an alternative implementation may provide forcontent selection to take place within the user's system or network. Thefollowing usage examples illustrate different examples and embodimentsof a system in which content selection is performed within theboundaries of the user's network.

Example: A program or other component may be installed on a connectedcomputer system operated in a closed environment, such as in a home orwithin a local area network. The program gathers profile informationfrom activities of the user, data and files stored by the user, and/orinformation provided by the user. The home computer is also provided acontent library that is regularly updated. The installed program on thecomputer uses information about the content items in the library and theprofile information to select content items that are likely of interest,or at least suited for the user. The installed program then retrievescontent items from the locally stored library and renders the contentitems on the user's computer system, and perhaps other componentsconnected to the computer, such as the user's personal digital assistant(PDA), or cell phone. At no point does the profile information leave thecomputer on which the profile information was collected. The onlycommunication to the user's closed system are to update the contentitems for the content library.

Example: The example provided above may be altered so that the user isprovided a data store with information about content items. The actualcontent items may be left off the user's local system until they areselected. The information about the content items may then be used inconnection with profile information to select targeted content items forthe user. Once selected, those content items may be made available forrendering to the different devices in the user's system.

Example: The examples provided above may be further altered so that theinstalled program on the user's closed system queries (or send anotherform of outgoing communication) for either some or all of the contentitems or the information about the content items. The queries of theprogram may be configured based on profile information. But the outgoingcommunication does not reveal any of the profile information to anysource or entity outside of the user's system or network. Informationabout content items may be returned as a result of the query, and thisinformation is then used to select content items in connection with theprofile information.

Furthermore, while embodiments such as described with FIG. 2 andelsewhere use heuristics, other embodiments may use alternativeinformation and determinative processes. Under one alternativeembodiment, a designated system or network of a user may incorporate anduse knowledge, which may be in the form of instructions and/orinformation, scripts and programs. The knowledge may act as a guide forthe designated system or network. Examples of how the knowledge may beused include anyone or more of the following: (i) aid in determiningwhat profile information to use or value when selecting content items,(ii) aid in determining what content items that may match the profileinformation are of greater value, (iii) instruct the designated systemon what profile information to monitor, collect or use in the future. Inone embodiment, the knowledge may be generated in connection withupdates to the content library from which content items are madeavailable to users.

Example: With respect to any of the examples provided above, the mannerin which the installed program selects content items may be configuredor subject to external influence from knowledge provided by the service.For example, the knowledge may include instructions that the programuses to value certain profile information over other information, orcertain content items over other items, when inspecting thecharacteristics and attributes of content items to determine if there isa match or satisfaction between a content item and a given profile. Inthe context of advertisement and promotional media valuation of profileinformation and content items may be based on inventory.

Example: With respect to any of the examples provided above, theknowledge may inform and/or instruct the installed program as to whatprofile information should be collected, and how the collected profileinformation may be used. For example, the knowledge may provideheuristics that specify what profile information should be used orcollected, and what processes/queries should be performed to selectcontent items.

Content Provider Tool and Media Packaging

Embodiments described herein enable a system and method for targetingcontent to user(s) of a device or network of user-operated devices. Inan embodiment, profile information is determined about a user's mediaconsumption activities. A content provider, advertiser or otherthird-party (not privy to the user's activities) may specify one or moreinputs that specify what content to target to the user. One or morecontent items are selected to target to the user based on the profileinformation and the one or more inputs. The selection of content itemsis performed without communicating the profile information outside ofthe user's device or network of user-operated devices.

According to some embodiments, the profile information is determinedprogrammatically and automatically. Still further, one or moreembodiments provide for obtaining profile information that encompassesall media consumption activities of the user.

The profile information can be generated in two ways: automatic orinteractive. The generated profile information includes information ofgeneral types: media consumption activities, media content stored in theuser's available media libraries, and the devices that the user canaccess. As described, such information may be obtained programmaticallyand/or automatically.

According to one embodiment, profile information is obtained through useof a platform of network interconnected devices that, for a given timeor duration, is ‘omniscient’ of the user's media consumption activities.The information state of such a platform may be deemed omniscient if theplatform is able to automatically and programmatically acquireinformation relating to media consumption activities of the user that(i) spans different activities, content types, and device types, and/or(ii) encompasses all media consumption activities that are identifiablefrom the platform.

According to some embodiments, a platform or series of components isprovided that acquire information about a user's media consumptionactivities that includes (i) media types that are subjected to useractivity, including media types corresponding to audio, video or photo,websites and/or documents; (ii) activities of the user (playback,record, purchase, website tracking, store, etc.); and, (iii) metadataabout media consumption activities (time of day that media consumptionoccurred, what device was used, etc.). Numerous other examples arerecited below as to possible media consumption activities.

Throughout various embodiments described herein, the use of profileinformation relating to the user's media consumption activities ismonitored and recorded for use in selecting or targeting content to theuser that is highly relevant to the user's interest. Such targetedcontent may correspond to commercial content, such as advertisements(supplemental content). As an alternative or addition, the targetedcontent may correspond to media selected for enjoyment of the consumer,such as movies, short subject videos, music, podcasts, photos or photoslideshows, greeting cards, television (or television-like programs)(sometimes referred to as primary media content). In variousimplementations, content (whether supplemental or primary) can betargeted for various kinds of content types and delivery mediums. Forsupplemental content, the content may correspond to, for example,audio-video clips or broadcasts, audio commercials (e.g. for Internet,satellite radio), web-pages, and media layovers or placements. The modeof delivery may also be varied—for example, content may be targeted thatis streamed, downloaded or ‘broadcast’ (e.g. over-air, via cable orsatellite etc.) to the user.

Embodiments contemplate that the profile data can be comprehensive orreflect an omniscient information state of the user's media consumptionactivities through a platform that encompasses or connects a user'sdefined network of devices. As such, the profile information mayencompass numerous kinds of media consumption activities that the useris engaged in. Still further, with other embodiments, the profile datacan be limited or specific to specify types of devices or mediaconsumption activities. In either case, the accumulation of profile datafor use in targeting content may be achieved while maintaining theuser's privacy, by precluding the data from being communicated outsideof the user's defined network of devices.

Embodiments recognize that in many applications and environments, theability for the system to maintain privacy is necessary in view ofconsumer and governmental demands. Such concerns are relevant even tothe extent when there is potential for consumer information to be leakedor compromised. Accordingly, at least some embodiments provide that theprofile information, which can be extensive and detailed, is recordedand maintained on a user's network of interconnected device, and thatsuch information does not leave the user's network. In this way, privacyconcerns are avoided.

In some embodiments, the profile information is a complete orcomprehensive record (e.g. reflect omniscient information state aboutthe user's media consumption activities) of the user's media consumptionactivities. The record may be complete/comprehensive in that (i) theprofile information records media consumption activities across numerousmedia types and mediums (e.g. different file types, sources); (ii) themedia consumption activities are associated with time information,including the time the media consumption activities took place (e.g.when media was experienced, when activities such as start and stop ofmedia recording took place); and (iii) the locations of the mediaconsumption activities, such as identified by the device in the user'snetwork that is used to consume media or network information indicatinguser's location relative to the devices.

With regard to some embodiments such as described below, profile datamay also include (i) identification of content consumed by a user(music, video, web pages, documents, online activity), (ii)identification of media available to the user (e.g. the user's medialibrary, the media that is purchased or downloaded by the user etc.),(iii) identification of media content recorded by the user part of thelibrary, (iv) how much time the user spends with a particular mediaconsumption activity (e.g. how much television does the user watch), (v)how much media the user has recorded or available for use in a userlibrary, (vi) how much media the user has purchased. Profile data mayalso correspond to device information, including information aboutdevices that are media sources and media output devices, and informationthat identified, for example: (i) how many devices the user owns oroperates for media consumption activities, (ii) what type of devices theuser has, (iii) how many devices the user actually uses, or uses on aregular basis. Profile information may also be recorded that is specificto a particular media item or media consumption activity. In televisionprogramming (both by broadcast or by download), this type of profileinformation may include (i) what programs the user watches, (ii) whatprograms the user watches the most, (iii) what program a user watchesbefore another program, (iv) what programs the user never watches, (v)what programs the user records. A program may correspond to a televisionseries, movie, or other audio-visual work that has a general theme orstoryline. As the examples described above illustrate, the profileinformation may include raw data (e.g. what program the user watches)and calculated data (e.g. what program the user watched the most). Somecalculated information may be pre-determined, while others may bedetermined on-the-fly in response to events. The profile information mayextend to metadata information, such as described with priorembodiments. Furthermore, correlation data may be determined orrecorded. The correlation data may be prompted into determination byqueries from advertisers. This information may seek to use statistics onthe user's activity to identify, for example, the user's favoritetelevision show and song. In short, some embodiments provide for thepotential to record virtually all media consumption activities, relatingto playback, media output, purchase or recording. As described byvarious embodiments, this information is recorded and used to developtargeted content, without revealing the profile information outside ofthe user's defined network.

Still further, in some embodiments, the user may volunteer informationrelating to, for example, his demographic (age, sex, income),preferences (i.e. his favorite musician or television program),lifestyle, type of devices in use etc. As the profile information iskept private, the user may be able to volunteer the information toenable more relevant targeting of content to the user. Volunteerinformation may also include information that is based on userinteraction. Specific examples include instances when the user is ableto identify or provide input that indicates when an advertisement orcommercial content was relevant to the user. Still further, thevolunteer information may include asking the user to provide likabilityinput as to a particular media output (e.g. television show, movie orsong). In addition, the user could allow the profile monitoring oracquisition components to use information about the user's preferencesin his library of media, such as, for example, identification of whatare the user's specified favorites.

FIG. 6 illustrates another embodiment in which a third-party interfaceis used to enable selection of targeted content on a user's definednetwork system. An embodiment such as described with FIG. 6 may beimplemented using, for example, a system such as described by FIG. 7 orelsewhere in this application (e.g. FIG. 5). Accordingly, reference ismade to elements of FIG. 7 in order to illustrate suitable components orelements for use in an embodiment such as described with FIG. 6.

In an embodiment, a defined network system 602 implements components ormodules that include (or implement processes that correspond to): (i)media consumption 610, (ii) profile generation 620, (iii) targetedcontent selection 630, and (iv) targeted content presentation 640. In anembodiment, the defined network system 602 comprises at least onecomputing device, such as a personal computer, digital video recorder,or other computing device, on which programming or software operates toenable performance of the various operations/processes described withFIG. 6. The defined network system 602 may also include home networks,or combination of devices that are interconnected or otherwise share anaccess point (such as in a dwelling). The defined network may include orextend to devices that are interconnected across a WAN (e.g. theInternet). Still further, in some embodiments, the defined network 602corresponds to a personal network, where individual devices or resourcesare owned/controlled by a user and connected to one another in a mannerthat enables each device to know status and capabilities of otherpertinent devices.

Media consumption monitors 610 include processors that are configured tomonitor and interface with one or more media consumption resources ofthe user. Examples of such media consumption resources includes atelevision, a set-top box, a personal computer, a media center, a smarttelevision, a smart telephone, a netbook, electronic book reader, orother device that the user operates to experience media. Mediaconsumption monitors 610 may be implemented using, for example, apersonal computer that is enabled with programming or software to (i)record media consumption activities 604 performed on the computingdevice, and/or (ii) interface with other devices to enable and/ordetermine media consumption activities 604 performed on other computingdevices in the defined network. In other embodiments, the mediaconsumption monitors 610 may operate as firmware, software or hardwarethat reside locally on a device that is used to consume media. Examplesof such devices include: television, set-top boxes, digital videorecorders (DVRs), and gaming stations. The logic on these devices mayreport media consumption activities to a centralized device on the samenetwork, such as to the user's personal computer. Numerous othervariations and embodiments are possible. Specific examples of mediaconsumption activities include (i) the user playing back video clipsfrom an online site or service, (ii) what television shows the userwatched (e.g. through live television shows, or throughdownload/streaming from Internet or network service); (iii) what musicthe user listened to on that computing device or on any monitoreddevice, (iv) what media the user purchased from the computing device orany monitored device; (v) what television programs or shows the userrecorded for playback at a later time; (vi) what media the userpurchased (e.g. on-demand, streaming movie rental etc.). In addition tomedia consumption activities, information about the user's devices andthe user's interaction with such devices may monitored and recorded. Forexample, this information may identify the devices that the user uses orfavors, the interactions the user has with such devices (e.g. tends toskip through content or commercial, keeps mute on etc.), the combinationof devices that the user uses for some activities (use speakers withtelevision), and the times of day the user consumes certain kinds ofmedia. As examples, with reference to an embodiment of FIG. 7, mediaconsumption monitor 610 may be implemented by usage monitoring processes(755) that are performed on or with computing device 710 to repeatedlyinterface with other devices (e.g. set-top box 718) to determine whattelevision shows or movies the user watched, ordered (e.g. on-demand) ordownloaded. Similarly, media consumption monitor 610 may be implementedby the computing device 710 to interface with digital video recorder 714to identify what shows the user recorded. Other examples of devices thatcan be monitored include as digital stereo systems, digital pictureframes, smart phones, and smart tablets.

The media consumption monitor 610 can be centralized (e.g. on PC orset-top box) or distributed. For example, any computing device mayimplement the media consumption monitor 610 by querying logs on otherdevices in order to determine the media consumption activities on thosedevices. Alternatively, at least some of the individual devices on thedefined network system 602 may be configured with programming to createand/or communicate logs of media consumption activities that can becommunicated to other computing devices.

The processes of media consumption monitor 610 communicate information612 corresponding to media consumption activities 604 to the profilegenerator 620. In some embodiments, information 612 includes mediaconsumption metadata 606, recorded by media consumption monitor 610.Media consumption metadata 606 includes, for example, information that(i) identifies when the user watched a television show, and (ii) if theuser recorded a television show, what time of day the user watched itetc. As mentioned, this metadata may extend to device information, suchas (i) how many devices the user has, owns or tends to use for mediaconsumption, (ii) information about the type and/or capability of thedevices that the user has or does use, (iii) which devices the useremploys to perform certain kinds of media consumption activities, (iv)how often some of all of the devices are used for certain activities(e.g. how often are the televisions used). In the case of digitalrecords (e.g. time-shifting recorded television shows), the mediaconsumption metadata includes (i) how long after recorded did the userwatch the recorded program, (ii) what time of day the user watched, and(iii) fast-forward or skip actions.

In one embodiment, profiler 620 structures the information 612 in adatabase that can be made available for blind queries and use from anadvertiser or other-third party. In this way, the third-party can queryor otherwise invoke processes on the data of the database, thereby usinginformation about the user's media consumption activities, without everlearning the contents of the database. In this way, privacy of the useris maintained.

The profile database may store a complete or partial record of all ofthe above indicated information about the consumer's media consumption,library and devices. Under one embodiment, this raw data encompasses acomplete record of all of this information (e.g. omniscient). Thisinformation may include a raw subset, as well as a processed subset. Theraw subset can be made available for a content provider to query in amanner described, in order to assist the content provider in makingtargeted content choices. In order to enhance the process of the contentprovider, the processed subset of data may include some synthesized orderived information, such as those that are the result of the mostcommon queries. For example, the processed subset may includeinformation such as the top 20 most viewed content of each type (movies,TV, recorded TV, web videos, songs, podcasts, photos, etc). Theprocessed subset may also include, for example, average time per weekspent consuming each media type, consumption in the last week,percentage of each type of time spent on each media type, percentage oftime spent viewing on each device type, media viewing percentages bytime of day, etc.

In some embodiments, information derived from such queries arepre-calculated and can be modified on an ongoing basis to match what isused by the content providers for each consumer. Such use of informationmay enable the targeting process to become increasingly more efficientfor each consumer, depending on the content provider's needs.

In order to utilize information maintained by profiler 620, a set ofinterfaces and tools may be integrated to enable a third-party to submitqueries, algorithms and heuristics to the defined network system 602. Inparticular, a third-party interface 622 may be used to enable anadvertiser or other third party to specify queries 621 and/or algorithms(or heuristics) 623 to enable the local select of content that theadvertiser has available (e.g. commercial advertisements). The queries621 may operate directly or indirectly (e.g. via intermediatecomponents) on profile information 612. The algorithms 623 may configureor be implemented as selector 630, which eventually selects content forthe user of the defined network. As described with FIG. 7, an advertisermay specify inputs that include parameters, algorithms or heuristics toenable conditional determinations from the contents of a profiledatabase of media consumption activities. For example, as a simple case,the advertiser may use a web-interface to structure or specify a queryfor identifying one or more television shows the user watched. The querymay process information recorded with the profiler 620. Moreover,embodiments enable for the advertiser to structure or specify queries621 that enable decisions to be determined by the algorithm 623 that aremulti-level (or synthesized) and blind. For example, the query 621 mayextract a set of raw data from the profile information 612 identifyingthe user's most watched television shows, the hours watched and themedia consumption activities. The results of the query are blind, inthat the results are not communicated outside of the user's definednetwork. The algorithm 623 may execute on the results to determineinformation that enable content selection for the user, such as acharacterization, classification and/or sub-classification of the user.In determining the content selection information, the algorithm 623 mayexecute functions to perform one or more queries on data from theprofile information 612. In some implementations, the algorithm isrelatively simple, requiring a single query of the profile database 621.In other cases, the algorithm may be complex, requiring multiple queries(or conditional queries) and complex logic between the queries that areconditional on the results. The algorithm may also generate and usequeries based on results from prior queries. The results of the queries621 and algorithm 623 are not communicated back to the advertiser, butrather communicated internally (within the user's defined network) inorder to enable selection of targeted content. Examples for the resultsof the query may (i) identify whether the user watched a particularshow, (ii) what show the user did watch on a given night, (iii) whatnight(s) of the week the user watch television. As will be described,the results of such a query are blind to the advertiser. The selector630 uses the results to make selections of targeted content items.

In one embodiment, selector 630 implements the algorithm or heuristicsthe advertiser specified via the interface 622. As an alternative oraddition, selector 630 implements the algorithm as part of itsprogrammatic decision making process. For example, heuristics or otherdata specified by the advertiser may configure the programmatic decisionmaking process of selector 630.

In one embodiment, selector 630 generates selection data 632, whichmakes a selection (or enables selection) of content items delivered tothe user's predefined network. In one embodiment, the rendering orpresentation component 640 receives a package of content items 634, fromwhich one or subset is selected by selection data 632. For example, thepackage of content items 634 (e.g. commercials or media advertisements)may be received at the same time or prior to viewing of a primary mediapresentation (e.g. television show, streaming media presentation etc.).The selection data 632 serves to select which content items from thepackage 634 are to be rendered to the user. In this way, the advertisercan target, for example, a television commercial or media feed at sametime that a television show or streaming media presentation is beingrendered or presented. Still further, in another embodiment, theselection data 632 may take form in identifying specific content items(e.g. by links or other identifier) from which the presentation process640 can retrieve and render. The following provide usage scenarios forone or more embodiments such as described. As another alternative,described with some prior embodiments, the selection data 632 may becommunicated outside of the user's defined network to enable theadvertiser to send or provide the user's defined network with targetedcontent.

The following provides usage scenarios for implementing one or moreembodiments described herein:

Usage scenario: In connection with broadcast, download or networkdelivery of a television show, an advertiser (e.g. producer of thetelevision show, or television station/local carrier) inserts fouradvertisements in one or more slots of the television show. Theadvertiser runs a query to determine what shows the user has watchedrecently (or at a particular time) in order to determine a (i) the mediapreferences (e.g. taste) of the individual; or (ii) viewershipdemographic of the user (e.g. male or female, age etc.). In a simplecase, for example, the advertiser may run the query to determine whatshow the user watched before the television show that he is advertising,either in the current instance or in one or more recent prior instances.The demographic determination may coincide with learning what show theuser watched just prior to watching the advertiser's show. Theadvertiser's algorithm or heuristic may seek to correlate a demographicof the user with one of the content items in the package 634.

Usage scenario: An advertiser may specify a query to determine viewingdemographics of the user (e.g. what television shows the user watched).Based on this information, the advertiser's algorithm may select a linkthat the user's media presentation component must select prior torendering, for example, a movie. To further the example, the link maydisplay a movie trailer that the user is more likely to be interestedin, based on his viewership demographic.

FIG. 7 illustrates an architecture for use with an embodiment such asdescribed in FIG. 6 or elsewhere. As with prior embodiments, FIG. 7includes a defined network system that enables a third-party (e.g.advertisers, promoters or content providers) to target content to a userof a defined network based on media consumption activities of the user,without the third-party ever having access to information about theuser's media consumption activities. In other words, the third-party isable to target content to the user blindly, and without access to theuser's profile information from which the targeting is enabled.Information about the user's media consumption activities remainsprivate.

In an embodiment such as shown by FIG. 7, the designated network ofinterconnected resources is a “personal network”, which is described inmore detail with U.S. patent application Ser. No. 10/888,606; theaforementioned application being incorporated by reference herein in itsentirety. However, the defined network system may correspond to a homenetwork, multiple linked devices of a user, or just a single personalcomputer or device.

In an embodiment shown by FIG. 7, the designated network includes amedia station computer 710, a digital video recorder (DVR) 714, a settop box 718 for receiving digital television media (e.g. via satelliteof cable), and a television monitor 721. Numerous other kinds of devicesmay also be included in the designated network, such as digital stereos,digital media devices, digital frames, and media tablets. As an example,smart television may integrate processing resources and networkcompatibility into a television monitor 721, to enable onlinetelevision/movie services (e.g. online movie ‘rental’) or DVRfunctionality. As mentioned, various network configurations arepossible, for example, the devices may be interconnected through thecomputer 710. In one embodiment, a media profile and selection system(MPSS) 770 is implemented on the defined network system 702. The MPSS770 may be implemented on one device or distributed over multipledevices. In examples described herein MPSS 770 is assumed to beimplemented on the personal computer 710. The MPSS 770 may be includedas functionality that enables, for example, the computer to establish orintegrate with a personal network. However, in other implementations,the MPSS 770 may correspond to programming or logic that operates on amachine independently, or as part of a home network.

According to an embodiment, the defined network system 702 may alsoinclude remotely and intermittently connected devices, such as a cellphone 732 and a remote terminal 734 (e.g. laptop or netbook). Suchdevices may communicate with one or more other devices in the user'ssystem through a gateway 738.

In one embodiment, the MPSS 770 is equipped with components that executeprocesses for selecting content items and for obtaining profileinformation about the user of the network. Accordingly, the MPSS 770includes a content selection module (or system) 750, and one or moreusage monitors 755. The usage monitors 755 correspond to programmaticcomponents and agents for procuring data relating to the user'sactivities on the designated network. In some embodiments, one or moreof the usage monitors 755 interface with other devices in the definednetwork system 702 to retrieve log information regarding the user'sactivities. The usage monitors 755 may also execute on devices tocollect such log information regarding the user's media consumptionactivities on that device. Accordingly, the one or more usage monitors755 may operate to monitor and record user actions for consuming media.In the implementation shown, least one usage monitor 755 may interfacewith the set-top box 718, DVR 714, television 721 and/or televisiontuner (not shown) in order to record (i) what television programs ormovies the user watches, (ii) what television programs or movies theuser records for later viewing (and when the user actually views theprogram after recording). The usage monitor 755 may also execute oncomputer 710 or other device to record Internet television (e.g.programs that are downloaded) or video viewing, media acquisitions (e.g.purchase of songs or movies from an online site), music preferences andother streaming media services. Still further, as described with otherembodiments, the one or more usage monitors 755 may inspect files storedon any of the user's devices, as well data entered or used by the user.

In some implementations in which cellular data devices (e.g. cell orsmart phone) is part of the user's defined network system 702, mediaconsumption activities on the cellular data devices (e.g. cell phone732, electronic book reader or net-book) are also monitored. Forexample, the user may place-shift content from his home to his cellulardevice, or use his cellular device to listen to music or seevideos/television. MPSS 770 may interface with the cellular device, withdevices accessed and used by the cellular device (e.g. set-top box), orwith the user's online account(s) where such media consumptionactivities are enabled for the cellular device. Similarly, one or moreembodiments enable the user of the defined network system 702 to monitormachines outside of a local domain or network from which the definednetwork system 702 is based, but which are owned or operated by theuser. For example, system 702 may monitor machines over a wide areanetwork such as the Internet. As described with an embodiment of FIG. 6,the monitoring of usage monitors 755 may extend to metadata datainformation (e.g. when the user watched a program), as well asuser-preferences.

Information gathered by the usage monitors 755 is stored in a profiledatabase 756 (or table or other data structure). The contents of theprofile database 756 (i.e., its data) may be kept private, so as to notbe accessible to parties other than the user of the defined networksystem 702.

The content selection module 750 uses information provided from theusage monitors 755 (as well as other information) to select targetedcontent items for the user's system. The operation of the contentselection module 750 is described in more detail with an embodiment ofFIG. 8.

FIG. 8 illustrates a content selection module such as shown anddescribed with an embodiment of FIG. 7. With reference to FIG. 8, thecontent selection module 750 includes a third-party interface 810 toenable a third-party (e.g. content provider and/or advertiser) tospecify inputs that enable the third-party to programmatically targetcontent items (e.g. advertisements and promotions) without accessing theuser's private profile information (of consumed media). In the exampleshown, a content provider 838 (e.g. advertiser) interacts with thethird-party interface 810 via a tool 802. The tool 802 may correspond toa programmatic interface that enables the content provider 838 (or otherparty) to specify query/algorithmic input). More specifically, accordingto some embodiments, the content provider 838 (i) specifies queries 812and/or algorithmic input 814 via the tool 802, and (ii) supplies a mediapackage 818 to the user's system that comprises primary and/orsupplemental content. Some embodiments enable the tool to create queriesand algorithms that run on the user's defined network by, for example,validating the content provider's syntax or logic structure from whichqueries and algorithms are to be implemented. The tool 802 may alsoprovide the advertiser with sample data to enable the advertiser tomodel his queries and input prior to dispatch. The sample data may bebased on, for example, historical information. Feedback 811 (asdescribed below) from current or past user networks may be used tocreate the sample data to facilitate the content provider in designingqueries and algorithms. As an addition or alternative, the contentprovider 838 may supply a set of data for use with the tool 802, inorder to predict outcome and/or test logic specified with the queriesand algorithm.

The primary content may correspond to, for example, a television programor movie, radio station, or music. The supplemental content 823corresponds to promotional content and advertisements. In oneembodiment, the advertisements are provided in form of a collection orlibrary, from which selection is to be made on the user's system.

According to some embodiments, the tool 802 executes outside of theuser's defined network system. In one implementation (such as shown),the tool 802 is a web-based interface to enable the content provider 838to deliver targeted content to users. In other implementations, the tool802 may reside on or with computing resources (e.g. PC or server) of thecontent provider 838. In the latter case, the tool 802 may have accessto sample, test or model data. In one embodiment, the tool 802 suppliesthe content provider 838 with package data 815 that enables the queries812 and/or algorithmic input 814 to be embedded or integrated with theprimary and supplemental content that is made available from the contentprovider 838. The user may request content from the content provider838. For example, the user may request a content download (program,movie etc.) from the content provider. In response to making therequest, the content provider 838 supplies the media package 818, whichincludes the primary content that the user has requested. The mediapackage 818 may be processed by the user's system to identify queryinput 812 (specified by the content provider 838) and algorithmic input814.

In one embodiment, the query input 812 specifies parameters for queryingprofile database 756. The query input 812 may take various forms. Insome implementation, some or all of the query input 812 includespre-formulated queries from which the content provider 838 (e.g.advertiser or other third-party) can select from using the interface810. In other embodiments, the query input 812 may include expressionsor combinations of inputs that the advertiser can construct to makehighly detailed and rich queries of the profile data in the user'ssystem. These include multi-variable queries, such as identification ofa given user's favorite shows and whether the user records the favoriteshows. A query process 820 may use the input 812 to generate a query 822on the profile database 756. For example, the query 822 may seek toidentify television shows the given user watches during certain periodson weeknights. An algorithmic implementation process 830 may process thealgorithmic input 814 to implement a process for selecting supplementalcontent items 823 from the collection or library of content itemsprovided in the media package 818. The algorithmic input 814 maycorrespond to algorithms, functions, operations or heuristics, specifiedby the third-party, which are then used to process the queried profiledata 825. As an alternative to query input 812, the algorithmic inputmay act as the source for query input or generation, at least for someof the queries used in formulating a result under the algorithm. In someembodiments, the query 822 identifies “raw” profile data which isrelatively unprocessed. The algorithmic process 830 may process the datato create a synthesized data set, and then further use the synthesizeddata set (e.g. most popular media consumption activities fromidentifying all media consumption activities) to perform additionaloperations including algorithmic decisions, without ever having accessto the profile information. In one embodiment, the output of thealgorithmic process 830 is selection criteria 832, which may includespecific identification or class/type/genre identification. Selectioncriteria 832 may be stored for subsequent use, or implementedon-the-fly. A selector 840 includes or corresponds to programming orlogic that has access to a content roster of the collection ofsupplemental content items contained in the media package 818 at a giveninstance in time (or alternatively, after passage of a given duration oftime) in connection with a particular event. The selector 840 uses theselection criteria 832 to select specific content items 844 from thecontent roster. In this way, the algorithm for selecting content may bepackaged with multiple content items (e.g. television shows, programs,commercials) from which selection is made. In this way, the contentprovider 838 can specify an algorithm for making content selection(either primary content, such as a show, movie, or song, orsupplementary content, such as ads or commercials). At the contentprovider's 838 choosing, the algorithm may be of a variable level ofcomplexity. The data used by the algorithm may originate from queries ofthe profile database. As mentioned, the queries may be simple (e.g.those specified by the advertiser) or complex (e.g. those requiringsynthesized information).

With reference again to FIG. 7, presentation component 780 may displayor render supplemental content 823 (the “selected content items 844”)from a collection of supplemental content items in the media package.The selected content items 844 are displayed in connection withpresentation of the primary media. The medium for presenting theselected content items 844 may vary. For example, the selected contentitems 844 may be incorporated as commercials in slots that are dispersedthrough programming content. Alternatively, the selected content items844 may be included as overlays or other forms of ad/promotionalcontent. Still further, depending on the implementation, thepresentation component 780 may correspond to, for example, a mediaplayer residing on one of the devices, the set-top box 718, DVR 714 ortelevision 721.

Various other usage scenarios, including those that vary the media,delivery media may be implemented with embodiments such as described.For example, while an embodiment of FIG. 8 illustrates the supplementaland primary content being delivered together, alternativeimplementations may provide for the collection of supplemental contentto be delivered independently (or at a different time) than the primarycontent. Also, the medium used to deliver the collection of supplementalcontent may vary from that used to deliver the primary content. Forexample, some or all of the collection of supplemental content may bedelivered over a network PC connection, for use with primary contentthat is broadcast by cable, satellite or over-air. In variousembodiments, the collection of supplemental content is packaged with thealgorithm/query input, separate from any primary content that the userrequested. Still further, the algorithm/query input, supplementalcontent collection, and primary content may all be delivered at separatetimes, over separate communication mediums, and/or independently of oneanother.

As an addition or alternative to embodiments described, the selectedcontent items 844 identify content items that presentation component 780is to retrieve from a source outside of the defined network system 702.Such content may be rendered at an instance when the user is consumingmedia. Various systems and implementations for delivering and enablingselection of supplemental content are described below.

With reference to FIG. 8, some embodiments provide that an advertiser orcontent provider is able to receive feedback as to which advertisement(or targeted content item) was actually rendered to the user. Forexample, in an implementation in which the media package 818 carries acollection of supplemental content items, the selector 840 on a givenuser's system may record feedback 811. A third-party interface 810 mayreport the feedback 811 to either service 801 (if applicable) or contentprovider 838. In one embodiment, the service 801 collects feedback frommultiple users (or user systems) and provides a tally to the contentprovider as to the number of views/selections made for individualsupplemental content items. In FIG. 8, the selected content items 844(corresponding to supplemental content items selected from media package818) are recorded, and reported to the content provider/advertiser. Forexample, the content selector 840 (FIG. 8) or some other component ofthe user's system may signal back to the content provider 838 (viainterface 810 and optionally service 801) feedback 811 in the form of acount, as to which supplemental content items from the collection wereactually selected and watched. In this way, the content provider 838 (oradvertiser) is able to receive accurate information as to whichadvertisement item was actually watched. When distributed over anaudience (i.e., multiple users on multiple networks), an advertiser isable to receive an accurate count of the number of times a commercialwas viewed, or how popular the underlying program was.

In one embodiment, the service 801 receives feedback 811 (e.g. count)from multiple users (e.g. multiple networks), tabulates the feedback 811for a given content provider, and then sends that content providerinformation. As a variation or alternative, the content provider 838 mayreceive real-time feedback (either directly or through the service 801)as to what advertisements were watched on any given system. Thisfeedback 811 would identify the result of the queries/algorithms thecontent provider 838 provided with the supplemental and/or primarycontent. In one embodiment, the feedback 811 enables tabulation orcounting of the number of instances that individual supplemental contentitems were selected and watched. In addition, some embodiments providethat the feedback 811 tabulates or counts (from multiple households ordefined networks) the number of instances that a primary content wasviewed. Thus, embodiments enable generation of ‘rating’ information,indicating the number of households that watch a given supplemental orprimary content. However, unlike conventional approaches, the feedback811, when tabulated from various households, provides a true count (notstatistical extrapolation) of the number of instances that a particularcontent item (primary or supplemental) was watched.

In some embodiments, content provider 838 (or a targeter) may developalgorithms to increase the count in which advertisements are viewedusing statistical feedback and/or focus groups. The targeter can targetand tune algorithms for selecting targeted content based on a reliableand actual count of viewers for the targeted content. With suchinformation, a targeter (such as an advertiser) may develop, forexample, viewer profiles and categories, and develop understanding as towhat/how content is to be targeted to such individuals. For example,advertisers may identify classifications for groups of the populationthat correspond to “don't fit any category”. With feedback as to thecounts of viewed content, this category may effectively be shrunk, asthe advertiser can tune the algorithm to better enable selections forits viewers.

Still further, with regard to any of the embodiments described,additional embodiments enable the user to provide feedback as to whetherthey liked or disliked advertisements (e.g. thumbs up or down) that wereprogrammatically selected for them. As an alternative, the feedback maybe in form of the user specifying a rating for a particular content(e.g. scale of 1-5). The feedback may be used to weight, or tuneselection algorithms to enable better future selection of targetedcontent.

FIG. 9A illustrates an implementation in which a selection 952 ofcontent items identify links 908 that the presentation component 780 isto use to retrieve content items 912 from a network site 915 at aparticular instance, such as during the display/rendering of a movie ortelevision program. In this way, selection 952 identifies links908/content items 912 that are pertinent to the user of the definednetwork. In one embodiment, the presentation component (e.g. televisionsystem) receives media feed 914 corresponding to a television program,movie, Internet content etc. In connection with receiving the media feed914, the links 908 enable the presentation component 780 to access andplay advertisement media, for example, on a portion of a presentationcreated by the component 780. As an example, the presentation component780 may access and play content items located by the links 908 at theoccurrence in the media feed (e.g. movie, television program etc.) foran advertisement spot. Numerous variations are possible, such asrendering the content items 912 as banner ads or still images on one ormore of the devices that comprise the defined network system 702.

FIG. 9B illustrates an implementation in which a media feed 924 isdelivered with a package 922 comprising a plurality of supplementalcontent items (e.g. advertisements, depicted as AD₁ . . . AD_(N) andindividually denoted by numeral 722). The media feed may correspond to,for example, a television program or movie that the user downloads froma website or from a network service, using for example, a personalcomputer or set-top box. The selection 952 identifies select contentitems 722 of package 924 to display when, for example, an opportunityfor displaying advertisements occurs. For example, the presentationcomponent 780 may correspond to a television system (with or withoutset-top box) that is used to show a television program or movie. Thepackage 922 may correspond to multiple advertisements that are deliveredconcurrently with the media feed, such as at or just prior to the timean advertisement is to be displayed in the television program. Selection952 serves to specify which content item in the package is to be used ata given instance, so that the user is shown a television commercial thatmatches his interest or demographic.

FIG. 9C illustrates another embodiment in which a desired content item(e.g. television show that the user wants to watch) is packaged withadvertiser supplied algorithms and queries, as well as a library ofsupplemental content items, in order to enable the viewer's system toprogrammatically select an appropriate supplemental content item to viewwith the desired content item. An embodiment of FIG. 9C is applicable tocontent that the user can download or request. For example, the user maynavigate to a website to select a television program to download andview on a television screen. Alternatively, the user may select atelevision show by operating a set-top box.

A content provider packages, or otherwise provides, provider data 970,comprising (i) the user's desired content (program 976), (ii) a library974 of supplemental content items (e.g. commercials, commercialoverlays), (iii) selection algorithm data 972. Selection algorithm data972 includes queries and algorithms such as described with priorembodiments. The content selection module 750 may handle the algorithmdata 972 (e.g. via an interface) for purpose of selecting whichsupplemental content items in the library 974 are to be displayed to theviewer in connection with the rendering of the primary media 976. Thecontent selection module 750 may execute the algorithm, resulting inidentification 975 of one or more of the supplemental content items inthe library being selected for display to the user. The identifiedsupplemental content items 975 are integrated with the primary media 976then presented to the user. In an embodiment, the provider data 970comprising the algorithm data 972, the primary media 976 and the library974 are delivered to the user at time of playback. The user's systemmakes the selection of the appropriate supplemental content itemon-the-fly, and that content item is displayed to the user at theappropriate time. As an example, the user may download a televisionprogram for viewing. The download may include the provider data 970 (soas to include the algorithm data 972 and library 974), but theadditional data may be transparent to the user. The user's systeminitiates playback of the primary media 976, while the algorithm data972 executes on the user's system to access the user's profile data, andthen selects the appropriate television commercials from the library974. The user's experience is enhanced, because the user viewscommercials or advertisements that are actually appealing to him/her.But the user's privacy is not affected because no information about theuser leaves the user's system.

As an alternative or addition to an embodiment depicted by FIG. 9C,primary media 976 may be packaged as a library (e.g. multiple programs),and the selection algorithm 972 may be implemented to select one programor primary media 976 from the library. The same or different selectionalgorithm 972 may be used if supplemental content is to be selected.

Still further, while an embodiment of FIG. 9C illustrates that theselection algorithm 972 and the content (including library) arecommunicated over the same medium (and optionally at the same time),other embodiments may provide for the selection algorithm 972, theprimary content 976 and the supplemental content 974 to be transmittedto the defined network using separate mediums. For example, primarycontent 976 may be broadcast over cable or air, and the selectionalgorithm may be pushed over the Internet to the user. The primarycontent 976 may be downloaded using a set-top box, and the selectionalgorithm 972 and/or supplemental content 974 may be downloaded orreceived via a personal computer and Internet connection. Numerous suchvariations are possible.

Still further, the time in which the selection algorithm 972 is receivedmay be different than the time in which the supplemental content libraryor primary content is received. For example, the supplemental contentmay be downloaded and stored (e.g. on DVR, PC or smart television), thenselected for playback at a later date in connection with a live orrecorded playback of primary media.

Targeting Time-Shifted Content

Embodiments recognize numerous inefficiencies that arise when targetingcontent with the use of time-shifting devices that allow individuals torecord live television. Among other issues, the use of time-shiftingdevices (i) allow individuals to skip or fast-forward throughadvertisements; (ii) raises the possibility that the advertisementsoriginally packaged with the television program that is recorded becomesstale, particularly with increase of passage of time between when thetelevision show is recorded and when the show is actually viewed; (iii)its difficult to count when a recorded television show is watched, whendetermining the effectiveness of a television commercial campaign oreven the popularity of a program. Embodiments described below enable useof profile information (as described with prior embodiments) to selectsupplemental content for recorded media programs.

FIG. 10 illustrates a system for implementing content targeting (such asfor placement of advertisement content) to supplement time-shiftedcontent, according to an embodiment. Time-shifting components 1002include a record component 1010 and playback component 1020 whichinterface with a media broadcasting system. Typical examples of themedia broadcasting system include television programming provided viacable television, satellite television, over-air, or via Internet. Therecord and playback components 1010, 1020 may be provided as part of asingle unit, such as on a DVR, or distributed between units or resourcesof the user (e.g. via personal computer). A system 1001 for enablingtargeted content for time-shifted contents include a usage monitor 1030and a content selector 1040. The usage monitor 1030 may interact withthe time-shifting components 1002 to identify profile data 1034, whichmay include (i) what programs are recorded, (ii) when the programs arebeing recorded, (iii) when the programs are played back. Otherinformation regarding the user's interaction with the time-shiftingcomponents 1002 may also be recorded, such as how often the userfast-forwards or skips content (such as advertisements). According tosome embodiments, this profile information could be enhanced as much aspossible by other usage data from the network, if available, and also byuser volunteered input if available.

The content selector 1040 uses the profile data 1034 to select contentfor the user at the time of playback occurs. In one embodiment, theuser's interaction with the playback component 1020 may trigger thecontent selector 1040 to identify and place targeted content items inthe stream of content that is played back to the user. In oneembodiment, the content selector 1040 selects content for placement inthe user's stream based on (i) how fresh the playback is—meaning thetime between recording and playback; (ii) profile information (such asdescribed with prior embodiments), including demographic and/orvolunteer information, that is known about the user. In someembodiments, the content selector's selection is based entirely or inpart on rules 1044, such as the passage of time. For example, if morethan a designated duration of time has passed, then the content selector1040 automatically replaces the existing advertisement of the recordedtelevision program with a fresh advertisement. Still further, the rulesmay specify what commercials or content is to be incorporated in theplayback based on information (e.g. genre) known of the recorded programor of the user of the device. The rules 1044 may operate independent oreven without need of a third-party interface 1042, such as describedbelow.

In even a more simple approach, time shifting component 1002 has storedon it multiple advertisements and supplemental content that are timeappropriate. For example, time shifting component 1002 may storecommercials that are time appropriate regardless of the program that isstored. Alternatively, individual programs may be recorded for laterviewing with a set of advertisements that are selected in part for thatprogram, and some of the individual advertisements in the set may beappropriate for certain durations after the recording takes place. Forexample, a set of commercials may include multiple movie trailers. Whenthe user plays back the recorded program, a movie trailer is played inone of the recorded slots, but the movie trailer is selected based onthe calendar date of the playback. The movie trailer that is played inthe slot is selected based on the proximity of the time of playback tothe premier of the movie. Similarly, product commercials may bedisplayed based on whether a sale promotion for the product exists atthe time playback occurs. Commercials and other content for timeshifting component 1002 may be downloaded and stored on a regular basis.

As an additional or alternative embodiment, the content selector 1040selects content for placement in the user's stream based on input froman advertiser or other third-party. This input may correspond to queriesand algorithms, such as described with an embodiment of FIG. 8.Accordingly, an interface 1042 for use by advertisers and third-partiesis provided such as described with an embodiment of FIG. 8. The profileinformation 1034 may extend to information that is determined from otherdevices, or the profile information may be specific to DVRs or othertime-shifting activities. Likewise, the queries and algorithms specifiedfrom the advertiser can be specific to time-shifting activities, orbroader to include other media consumption activities, related metadata,device information and user-volunteered information. In selectingsupplemental content for rendering at time of playback, the contentselector 1040 may select from content items that are local to thetime-shifting components, the user-defined network, or alternativelyremote from the devices/user-defined network.

As an example of an embodiment of FIG. 10, time-shifting components 1002may correspond to a DVR that stores media feeds from broadcasttelevision. In this context, the content selection system 1001 is usedto supplement or select advertisements that the user views when playingback recorded programs. The content selector 1040 may be embeddedwithin, for example, a DVR, or may operate to interface with the device,to provide supplemental content that is fresh and targeted for the user.By fresh, the supplemental content is pertinent to the user at the timethe user plays back the recorded media, rather than when the userrecords the media. In one embodiment, the DVR may maintain a library ofsupplemental content items. For example, the DVR may receivesupplemental content items, either at the time of recording, or afterrecording has taken place, and then store the content items forsubsequent review and selection. For example, some embodimentscontemplate that DVR receives television commercials at variousinstances independent of activities. The commercials may be receivedbased on profile information (i.e. selected by content selector 1040),or independent of profile information, in which case the contentselector 1040 selects from the commercials at the time of playback.Thus, some embodiments contemplate that at the time of playback, bothprofile information and freshness of the commercial (how relevant it isto the particular instance of playback) can be relevant factors inmaking determinations. These television commercials may be provided tothe DVR separate from the television program being recorded. As avariation, the recorded television program may be delivered withmultiple commercials. Still further, the content selector 1040 mayretrieve content items for inclusion in the programs at time ofplayback.

In some DVR applications, a service is provided that shows the useradvertisements to coincide with when the user fast-forwards or watchesstored television commercials. In such applications in particular, thecontent selector 1040 enables the DVR to render commercials oradvertisements that are pertinent to the user at the time of playback.As mentioned, the content may be local to the DVR. In other embodiments,the content may be local to the user's defined network, but notnecessarily local to the DVR. For example, a catalog or package ofcontent items may be stored on the DVR or elsewhere in the user-definednetwork, and the content selector 1040 may select from the storedpackage. Still further, the content selector 1040 may retrieve selectedcontent items from locations that are remote to the user-definednetwork. All of the embodiments described may be implemented without anyof the profile data 1034 being communicated outside of the user's deviceor defined network.

Still further, in some embodiments relating to DVR applications, theuser's actions with regard to advertisements may be monitored.Individual instances in which the user skips through or fast-forwards anadvertisement may be counted. A user may be given an allotment ofinstances in which the user can fast-forward or skip advertisements in arecorded program. The allotment may correspond to a count (e.g. no morethan three instances per week) or percentage (e.g. the user can skipthrough half of the advertisements). In such embodiments, the user'sability to skip through or fast-forward through advertisements may bebased on the number of prior instances in which the user skipped orfast-forwarded through advertisements. Thus, for example, the user isforced to watch at least some advertisements, based on prior history ofskipping/watching advertisements. A control mechanism may be implementedas a component in FIG. 10 to enable or disable the user's ability toskip or fast-forward advertisements selected for the user, based onwhether the number of past instances in which the user skipped orfast-forwarded advertisements exceeded some pre-determined threshold.

As with embodiments described above, the number of times storedsupplemental content is displayed on, for example, a DVR (or smarttelevision), may be counted and fed back to a targeter or the contentprovider. In addition, the time of playback for the supplemental contentitem may be recorded relative to the time the primary content was firstrecorded or broadcast or made available.

CONCLUSION

Although illustrative embodiments of the invention have been describedin detail herein with reference to the accompanying drawings, it is tobe understood that the invention is not limited to those preciseembodiments. As such, many modifications and variations will be apparentto practitioners skilled in this art. Accordingly, it is intended thatthe scope of the invention be defined by the following claims and theirequivalents. Furthermore, it is contemplated that a particular featuredescribed either individually or as part of an embodiment can becombined with other individually described features, or parts of otherembodiments, even if the other features and embodiments make nomentioned of the particular feature. This, the absence of describingcombinations should not preclude the inventor from claiming rights tosuch combinations.

What is claimed is:
 1. A method for targeting content to a user, themethod being implemented by one or more processors and comprising stepsof: (a) monitoring activities of a user in relation to one or moredevices of the user, the one or more devices forming at least a portionof a personal network of the user, wherein the activities of the userinclude media consumption activities; (b) determining profileinformation based at least in part on the monitored activities of theuser; (c) receiving a content package on at least one of the one or moredevices of the user, the content package including (i) a desired contentof the user, (ii) data that corresponds to a library of supplementalcontent items, and (iii) a selection algorithm, the content packagebeing communicated from a source that is external to the personalnetwork of the user; (d) selecting one or more supplemental contentitems from the library of supplemental content items, wherein selectingthe one or more supplemental content items is based at least in part onthe selection algorithm received from the source that is external to thepersonal network of the user; and wherein (a) through (d) are performedon one or more devices of the personal network and without communicatingthe profile information outside of the personal network of the user. 2.The method of claim 1, wherein selecting the one or more supplementalcontent items is based at least in part on a time when the desiredcontent is played back on one or more devices of the user.
 3. The methodof claim 2, wherein selecting the one or more supplemental content itemsis based at least in part on a passage of time as between when thecontent package is received and when the desired content is played backon the one or more devices of the user.
 4. The method of claim 3,further comprising adding one or more supplemental content items to thelibrary of supplemental content items in response to the passage of timeexceeding a designated duration.
 5. The method of claim 1, wherein theindividual supplemental content items in the library of supplementalcontent items each corresponds to a commercial.
 6. The method of claim1, wherein the data that corresponds to a library of supplementalcontent items includes links that identify a corresponding supplementalcontent item on a network external to the personal network of the user.7. The method of claim 1, wherein the data that corresponds to a libraryof supplemental content items includes media files that are stored onthe personal network of the user.
 8. The method of claim 1, whereinmonitoring activities of the user includes monitoring two or more of (i)a song that the user has stored and plays back on one or more of thedevices of the personal network, (ii) streaming media that the userreceives on one or more of the devices of the personal network, or (iii)a broadcast transmission.
 9. A computer system comprising: one or moreprocessors to (i) monitor activities of a user in relation to one ormore devices of the user, and (ii) determine profile information basedat least in part on the monitored activities, the one or more devicesforming at least a portion of a personal network of the user, whereinthe activities of the user include media consumption activities; anetwork interface to receive a content package on at least one of theone or more devices of the user, the content package including (i) adesired content of the user, (ii) data that corresponds to a library ofsupplemental content items, and (iii) a selection algorithm, the contentpackage being communicated from a source that is external to thepersonal network of the user; and wherein the one or more processorsselect the one or more supplemental content items from the library ofsupplemental content items based at least in part on the selectionalgorithm received from the source that is external to the personalnetwork, and without communicating the profile information outside ofthe personal network of the user.
 10. The computer system of claim 9,wherein the one or more processors select supplemental content itemsbased at least in part on a time when the desired content is played backon one or more devices of the user.
 11. The computer system of claim 10,wherein the one or more processors select the supplemental content itemsbased at least in part on a passage of time as between when the contentpackage is received and when the desired content is played back on theone or more devices of the user.
 12. The computer system of claim 11,wherein the one or more processors add one or more supplemental contentitems to the library of supplemental content items in response to thepassage of time exceeding a designated duration.
 13. The computer systemof claim 9, wherein the individual supplemental content items in thelibrary of supplemental content items each correspond to a commercial.14. The computer system of claim 9, wherein the data that corresponds toa library of supplemental content items includes links that identify acorresponding supplemental content item on a network external to thepersonal network of the user.
 15. The computer system of claim 9,wherein the data that corresponds to a library of supplemental contentitems includes media files that are stored on the personal network ofthe user.
 16. The computer system of claim 9, wherein the one or moreprocessors monitor activities of the user by monitoring two or more of(i) a song that the user has stored and plays back on one or more of thedevices of the personal network, (ii) streaming media that the userreceives on one or more of the devices of the personal network, or (iii)a broadcast transmission.
 17. A non-transitory computer-readable mediumthat stores instructions for targeting content to a user, theinstructions being executable by one or more processors to performoperations that comprise: (a) monitoring activities of a user inrelation to one or more devices of the user, the one or more devicesforming at least a portion of a personal network of the user, whereinthe activities of the user include media consumption activities; (b)determining profile information based at least in part on the monitoredactivities of the user; (c) receiving a content package on at least oneof the one or more devices of the user, the content package including(i) a desired content of the user, (ii) data that corresponds to alibrary of supplemental content items, and (iii) a selection algorithm,the content package being communicated from a source that is external tothe personal network of the user; (d) selecting one or more supplementalcontent items from the library of supplemental content items, whereinselecting the one or more supplemental content items is based at leastin part on the selection algorithm received from the source that isexternal to the personal network of the user; and wherein (a) through(d) are performed without communicating the profile information outsideof the personal network of the user.
 18. The computer-readable medium ofclaim 17, wherein instructions for selecting the one or moresupplemental content items include instructions for selecting the one ormore supplemental content items based at least in part on a time whenthe desired content is played back on one or more devices of the user.19. The computer-readable medium of claim 18, wherein instructions forselecting the one or more supplemental content items includeinstructions for selecting the one or more supplemental content itemsbased at least in part on a passage of time as between when the contentpackage is received and when the desired content is played back on oneor more devices of the user.
 20. The computer-readable medium of claim19, further comprising instructions for adding one or more supplementalcontent items to the library of supplemental content items in responseto the passage of time exceeding a designated duration.
 21. Thecomputer-readable medium of claim 17, wherein the individualsupplemental content items in the library of supplemental content itemseach corresponds to a commercial.
 22. The computer-readable medium ofclaim 17, wherein the data that corresponds to a library of supplementalcontent items includes links that identify a corresponding supplementalcontent item on a network external to the personal network of the user.23. The computer-readable medium of claim 17, wherein the data thatcorresponds to a library of supplemental content items includes mediafiles that are stored on the personal network of the user.
 24. Thecomputer-readable medium of claim 17, wherein the instructions formonitoring activities of the user include instructions for monitoringtwo or more of (i) a song that the user has stored and plays back on oneor more of the devices of the personal network, (ii) streaming mediathat the user receives on one or more of the devices of the personalnetwork, or (iii) a broadcast transmission.
 25. A computer systemcomprising: means for monitoring activities of a user in relation to oneor more devices of the user, the one or more devices forming at least aportion of a personal network of the user, wherein the activities of theuser include media consumption activities; means for determining profileinformation based at least in part on the monitored activities of theuser; means for receiving a content package on at least one of the oneor more devices of the user, the content package including (i) a desiredcontent of the user, (ii) data that corresponds to a library ofsupplemental content items, and (iii) a selection algorithm, the contentpackage being communicated from a source that is external to thepersonal network of the user; and means for selecting one or moresupplemental content items from the library of supplemental contentitems, wherein selecting the one or more supplemental content items isbased at least in part on the selection algorithm received from thesource that is external to the personal network of the user, withoutcommunicating the profile information outside of the personal network ofthe user.
 26. The computer system of claim 25, wherein the one or moresupplemental content items are selected based at least in part on a timewhen the desired content is played back on one or more devices of theuser.
 27. The computer system of claim 26, wherein the one or moresupplemental content items are selected based at least in part on apassage of time as between when the content package is received and whenthe desired content is played back on the one or more devices of theuser.
 28. The computer system of claim 27, further comprising means foradding one or more supplemental content items to the library ofsupplemental content items in response to the passage of time exceedinga designated duration.
 29. The computer system of claim 25, wherein theindividual supplemental content items in the library of supplementalcontent items each corresponds to a commercial.
 30. The computer systemof claim 25, wherein the data that corresponds to a library ofsupplemental content items includes links that identify a correspondingsupplemental content item on a network external to the personal networkof the user.
 31. The computer system of claim 25, wherein the data thatcorresponds to a library of supplemental content items includes mediafiles that are stored on the personal network of the user.
 32. Thecomputer system of claim 25, wherein the monitored activities includetwo or more of (i) a song that the user has stored and plays back on oneor more of the devices of the personal network, (ii) streaming mediathat the user receives on one or more of the devices of the personalnetwork, or (iii) a broadcast transmission.